1. The document discusses content strategy and its importance in creating a structured plan for developing useful content to achieve business goals. It outlines the key steps in a content strategy model including setting goals, research, developing media tactics, and testing.
2. It then discusses the importance of having a strategic perspective when making business decisions. Taking a strategic view considers all business objectives and how potential decisions impact priorities.
3. The last section summarizes a study on the relationship between marketing strategy and performance in export ventures. The study found export marketing strategy, competence, and managerial commitment are key determinants of export performance.
1. The document discusses content strategy and its importance in creating a structured plan for developing useful content to achieve business goals. It outlines the key steps in a content strategy model including setting goals, research, developing media tactics, and testing.
2. It then discusses the importance of having a strategic perspective when making business decisions. Taking a strategic view considers all business objectives and how potential decisions impact priorities.
3. The last section summarizes a study on the relationship between marketing strategy and performance in export ventures. The study found export marketing strategy, competence, and managerial commitment are key determinants of export performance.
1. The document discusses content strategy and its importance in creating a structured plan for developing useful content to achieve business goals. It outlines the key steps in a content strategy model including setting goals, research, developing media tactics, and testing.
2. It then discusses the importance of having a strategic perspective when making business decisions. Taking a strategic view considers all business objectives and how potential decisions impact priorities.
3. The last section summarizes a study on the relationship between marketing strategy and performance in export ventures. The study found export marketing strategy, competence, and managerial commitment are key determinants of export performance.
MARKETING STRATEGY- PERFORMANCE RELATIONSHIP SUBMITTED TO : DR. SONALI BHANDARI JAIN BY: KARTIK SAMAIYA M.COM 2 ND SEMESTER ROLL NO-901014 INTRODUCTION 1. Content Strategy provides a consistent plan that increases the productivity of content creators and producers. 2. Because it outlines just how content should be managed from the beginning of a project to the end. 3. This is achieved through a process of creating goals, analyzing and researching, determining how to create and produce content, and testing the final products. 4. Content Strategy provides a road map for creators to follow which helps them create more meaningful content. WHAT IS CONTENT STRATEGY? Content Strategy is planning for the creation, delivery and governance or useful, usable content. More simply put, content strategy is a plan that creates a structure for the gathering, creating, producing, and editing of a message.
Content Strategy is not the actual process for creating content, but a focused strategy that provides an outline for the creation of content.
This system streamlines the creation of messages by helping people establish a
routine that helps them focus more on creating the message rather than on how they are going to create it. The process all begins with the message. The message is conveyed through the content that is produced, and it is very important to make sure those messages are meaningful. Content Strategy is not just for one-time messages. It is applied to a project like a website or a business brand, which have continuing content cycles. A basic content cycle consists of research, creation, optimization, publication, promotion, and measurement. Content Strategy is the plan created to manage this process. In essence, it’s a plan that manages a plan. The structure of a Content Strategy helps to bring the focused message to the forefront so creators and producers can always have the end goal in mind during the creation and production cycle. IS CONTENT STRATEGY REALLY IMPORTANT? “Content must be expressly designed and developed so as to address specific business objectives.” Content Strategy is not just the creation of a robotic plan that will spit out the required content with less effort. A content strategy is created with the specific goal of the content in mind. Content Strategy provides the map to show how the various forms of content produced will help achieve the end objective or goal. Content Strategy does require more time and resources in the beginning, but it actually makes the content more likely to succeed. The map that it provides ensures that the message helps in getting to the end destination of the goal.
The more creators know about what they need to do and
where their content needs to go, the better they’re able to execute that plan and achieve the end goal. THE CONTENT STRATEGY MODEL The following is a modified Content Strategy Model that shows the basic steps that a content strategy plans. 1. Goals 2. Analysis and Research 3. Media Tactics 4. Testing. Goals : What do you want to say?
The first step in creating a content strategy is having a
specific goal in mind . What message do you want to convey to your audience? The goals you define should encompass the whole idea, brand, or company image you want to convey. They need to be specific and measurable. When content is created and produced with those specific goals in mind, the message of the content contributes to achieving the overall goal. Analysis and Research : Is your audience listening? The second step in creating a content strategy is assessing the current situation. What content already exists and what does your audience know about it? What strategies have been used in the past? You need to be sure to understand where this past information came from and how it was gathered. For example, information could have come from interviews with experts or research on how people responded to the information they were presented with. Media tactics: How will you deliver your message? The main goal of Content Strategy is maintaining a focus for the messages created by your business. The fourth step is determining how you will evaluate your content. Once you have delivered your content to your audience, how will you know that your audience is responding to your messages? Will you analyze the daily views of a website after you deliver your content? Or will you have direct user feedback that tells you exactly what is and isn’t working in your content? How is your audience responding? Is the response the result you were looking for? If not , how can it be improved? These are similar questions to the ones that should be asked in the research portion of a content strategy. Testing is an essential part of the model be cause it provides research that can be used to edit and refine the content you’ve already produced and the content you will create in the future. With a model in place as a guide, it is much easier to stay focused when the creation of content is in full swing. That model can also help determine how to manage the content after it has been created. The main goal of Content Strategy is maintaining a focus for the messages created by your business What is Strategic Perspective?
In business, your strategic perspective determines how
your company views and solves important issues. Putting the word "strategic" before the word "perspective" indicates a tactical, carefully formulated approach. But, if you discuss a market withdrawal from a strategic perspective, you will consider the possibilities in light of your predetermined business objectives. You exercise an enlightened process, exploring how the withdrawal affects your business's priorities. Perspective Is Needed
Understanding the significance of a business's strategic
perspective invariably encourages business leaders to create a stronger strategic perspective in hopes of making better decisions. Carefully consider the past, present and future of your business objectives. Once senior management clearly envisions its goals and objectives, it makes better decisions in all area setter decisions. This can be applied to many aspects of decision making. But, staying with the marketing example for now, establishing clear goals allows effective, profitable marketing decisions -- for developing a branding strategy, generating growth and other key issues. All decisions are viewed within the perspective of your most important goals. The Strategic Thinking Process
A strategic perspective, formulated by strategic thinkers,
puts information into its proper context so it resonates with insight that is relevant to the business's objectives. With the proper perspectives, business analysis results in sometimes- powerful conclusions.
Because a business often has many goals and objectives,
thinking from a strategic perspective takes all the goals into account, meaning the strategic thinker must consider multiple perspectives. He must juggle objectives of all sorts -- not just a single, overriding objective. Perspective
Visualize a square drawn on a piece of paper. If an artist
added a few more strokes to the page, the square becomes a cube. Suddenly, it has depth, height and width as viewed from a certain vantage point. As a business makes decisions, it has to do more than crunch numbers. Strategic perspectives view a challenge in such a way that succeeds in reaching business goals. Viewing business challenges from multiple perspectives allows the decision maker choices in light of the way each optional solution relates to the next when viewed side-by-side -- like two- dimensional cubes. Digital Intelligence Perspective
As the Business Centre website states, the way we
gather information about our business and its competitors today has moved to digitally interactive, customer-driven sources such as social media. Business Centre predicts that with customer input from social media, the business's customers will increasingly drive business decision making. A wise business today will not ignore customers with such a public platform. Therefore, one strategic perspective for many businesses is the digital intelligence perspective. MARKETING STRATEGY-PERFORMANCE RELATIONSHIP The relationship between marketing strategy and performance has been well documented in the domestic marketing context. However, empirical work in the context of export marketing has been fragmented. The authors investigate the marketing strategy- performance relationship in the context of export ventures. The study differs from previous export marketing studies in that (1) a comprehensive set of potential determinants of export market performance is considered; (2) The unit of analysis is the individual product-market export venture, rather than the firm or a business division; and (3) The analysis is based on in-depth personal interviews. The authors propose a conceptual framework of export marketing strategy and performance and test it by path analysis. The results support the contention that export marketing strategy, firm's international competence, and managerial commitment are the key determinants of export performance. Export marketing strategy is influenced by internal (firm and product characteristics) and external factors (industry and export market characteristics). They then discuss implications for management and further research. THE END THANK YOU
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